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Plié Fills Crossover-Market Niche


(Filed Under wholesale Shapewear News). Brazilian Shapewear, the exclusive distributor of Plié Shapewear in the United Kingdom and Europe, plans to launch new styles in the UK in coming months including a high-waist boxer, and a freestyle bodysuit. Every year, Plié adds four new styles to its Control Range, which currently consists of approximately 16 total styles with 14 available in the UK and 12 available in the United States. Sizes run from S through XL; equivalent to American sizes 4 through 18. In the U.S., the brand's average wholesale price is $25, and it retails for an average of $50. Pieces are offered in shades of black, white, brown and nude.

According to John Pearce, sales and marketing director of Brazilian Shapewear, Plié—which is based in and manufactured out of Brazil—updates its product line when launching new styles. "With shapewear you don’t need to completely revamp your offering," He said. "You do, however, need to [periodically] freshen up your range. Customers want to see new approaches to functional shapewear garments." Pearce and wife Elemar (Ellie) De Souza Cruz founded Brazilian Shapewear in 2004. The Plié brand was started in 1998.

All new Plie styles undergo a six-month trial run in Brazil before entering the brand's 30 internationally markets. This, said Pearce, allows the company to make sure "the feel and fit [of the styles] is entirely correct" before releasing the styles worldwide.

He reported that what Plié is a crossover product in the shapewear and lingerie markets, which he said is of particular importance in the competitive British shapewear market. The brand’s bodysuits—its best sellers—can be worn as seamless fashion pieces under jeans in place of a bra and panty set, he said.

The company is even looking into adding some blues and other fashion colors in Brazil. The QVC network in the UK, which has shown Plié since last year, has also conducted some color trial runs for the brand. Pearce commented about its launch on QVC, "it has been very exciting, since QVC hits 22 million households in the UK."

Pearce added that the brand combines functionality with style. "We don’t claim that the product will drop your dress size; rather, the product is designed to make a woman’s silhouette look better." A moisture management treatment is added to each garment, making its man-made fabric feel "nearly as soft as cotton," he said. It also includes 3-D stretch to accommodate a wide range of heights and widths.

Pearce described the typical Plié customer in the UK as aged 25 to 50. Although originally geared toward the 25 to 40-year-old set, QVC has helped the brand gain recognition among middle-aged women as well. The most popular size is a M, followed by a L, and S is also an important size for the brand. "Smaller women are wearing shapewear as well [nowadays]," he remarked.

Plié’s Control Range can be found in specialty boutiques nationwide including Merci Bella in Corpus Christi, Tex., Our Place in Charlotte, N.C., and Your Perfect Fit in Boalsburg, Penn. For further information, contact Pearce at John@BrazilianShapewear.Eu.

more wholesale Shapewear News >>

Published 08-13-2009 by Amanda Torres Price

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